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B2B Ignite 2018 - The psychology behind content: How to trigger your users’ behaviour

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Design-driven companies outperform S&P by 228% over ten years (source: the ‘DMI design value index'). Content Marketers are now requested to start thinking like designers and understand psychology and human behaviour. Understanding your audience psychology can help moving towards this journey.

Among basic principles, you will discover how to apply BJ Fogg Behavior Model and Robert Cialdini 's Principles of #Persuasion to #ContentMarketing and #Design. Also, you will learn about basic principles of psychology of brand and colors.

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B2B Ignite 2018 - The psychology behind content: How to trigger your users’ behaviour

  1. 1. X
  2. 2. Welcome! Giuseppe Caltabiano HEAD OF CONTENT STRATEGY FOR EMEA & APAC CONTENTLY @giusec X The psychology behind content: how to trigger your users’ behaviour
  3. 3. X Psychology, Design, Content (the rise of the Hybrid Marketer) The psychology behind content - B2B Ignite 2018, London, 10 July 2018 Psychology Content Marketing Design (A very powerful) Sweet Spot
  4. 4. X Today’s Agenda Introduction Psychology Models Persuasion An introduction to Psychology for Content Marketers ELM and Fogg Behavior Model Cialdini’s Principles of Persuasion The psychology behind content - B2B Ignite 2018, London, 10 July 2018
  5. 5. X Introduction
  6. 6. Psychology, a definition 7 The psychology behind content - B2B Ignite 2018, London, 10 July 2018 Psychology: the study of human behaviour in a given context “
  7. 7. X What do you see?
  8. 8. X We humans project ourselves into so much of what we see. This instinct is guided by our primordial desire for emotional connections with others. We are hardwired to seek emotion in human faces. For this reason, photos of human faces in a design can profoundly influence an audience. We’re looking for emotions The psychology behind content - B2B Ignite 2018, London, 10 July 2018 HumansObjects Image with a face saw +160% CTR, +290% CVR vs. image without face. vs. +160% CTR
  9. 9. X Utilising dark patterns or tricking a user into doing something they wouldn’t otherwise do is not persuasion. It’s being an asshole Victor S. Yocco. “Design for the Mind” A word on Persuasion The psychology behind content - B2B Ignite 2018, London, 10 July 2018 “
  10. 10. X 1. Elaboration Likelihood Model (ELM) (Petty, Caciocco) 2. Fogg Behavior Design model (E.J. Fogg) 3. Cialdini’s Persuasion Principles (Cialdini) Three models The psychology behind content - B2B Ignite 2018, London, 10 July 2018
  11. 11. X Elaboration Likelihood Model
  12. 12. X Elaboration Likelihood Model The psychology behind content - B2B Ignite 2018, London, 10 July 2018 Means your audience cares more about the message. They’ll pay attention and scrutinize quality and strength of the argument. Central Route Happens on a more superficial level. Your audience will pay less attention to the message while being influenced by secondary factors, such as source credibility, visual appeal, presentation, and enticements like food, sex, and humour. Peripheral Route
  13. 13. ELM in practice - Central Route 14 The psychology behind content - B2B Ignite 2018, London, 10 July 2018
  14. 14. ELM in practice - Peripheral Route 15 The psychology behind content - B2B Ignite 2018, London, 10 July 2018
  15. 15. Example of Central Route - Amazon 16 The psychology behind content - B2B Ignite 2018, London, 10 July 2018
  16. 16. Example of Peripheral Route - Amazon 17 The psychology behind content - B2B Ignite 2018, London, 10 July 2018
  17. 17. Example of Peripheral Route 18 The psychology behind content - B2B Ignite 2018, London, 10 July 2018
  18. 18. Example of Peripheral Route 19 The psychology behind content - B2B Ignite 2018, London, 10 July 2018
  19. 19. Motivation and Ability 20 The psychology behind content - B2B Ignite 2018, London, 10 July 2018 • What promotes central route processing and high elaboration? • Researchers have explored 2 main factors: motivation and ability • This leads to the next model: Fogg Behavior Model High ABILITY to process information High MOTIVATION Strong attitude toward product or content High ABILITY to process information Low ABILITY to process information Low MOTIVATION Weak attitude toward product or content Central Route Peripheral Ability Motivation “Motivation and Ability promotes Central Route processing
  20. 20. X Fogg Behavior Model
  21. 21. X Fogg Behavior Model The psychology behind content - B2B Ignite 2018, London, 10 July 2018 Psychology TechnologyBehavior Design
  22. 22. X • Fogg Behavior Model explains that 3 elements must come together at the same time for a behaviour to occur: motivation, ability and trigger • When a behavior does not occur, at least one of those three elements is missing Fogg Behavior Model The psychology behind content - B2B Ignite 2018, London, 10 July 2018 B = mat Behavior = motivation x ability x trigger
  23. 23. X • When motivation is high, you can get people to do hard things. But once it drops people will only do easy things • Status, Access, Power, Stuff can help boosting motivation Motivation The psychology behind content - B2B Ignite 2018, London, 10 July 2018
  24. 24. X Motivation - Duolingo (status) The psychology behind content - B2B Ignite 2018, London, 10 July 2018
  25. 25. Motivation: Vitality (stuff) 26 The psychology behind content - B2B Ignite 2018, London, 10 July 2018
  26. 26. Motivation: AXA (stuff) 27 The psychology behind content - B2B Ignite 2018, London, 10 July 2018
  27. 27. X • In order to perform a target behavior, a person must have the ability to do so • There are two paths to increasing ability: 1. You can train people, giving them more skills (ability) to do the target behavior 2. better path is to make the target behavior easier to do (simplicity) Make it easy for your audience to understand what you offer and how to receive it. Ability (and Simplicity) The psychology behind content - B2B Ignite 2018, London, 10 July 2018 Simplicity increase Ability“
  28. 28. X Ability (and Simplicity) The psychology behind content - B2B Ignite 2018, London, 10 July 2018 This leads to an important rule: If you must choose what to optimize for, always choose ability over motivation. Become a master of simplification, not motivation.  “
  29. 29. Simplicity: Oscar 30 The psychology behind content - B2B Ignite 2018, London, 10 July 2018
  30. 30. Simplicity? Generali 31 The psychology behind content - B2B Ignite 2018, London, 10 July 2018
  31. 31. X • The third element of the Fogg Behavior Model is Triggers • Sometimes a Trigger can be external, like an alarm sounding. • Other times, the Trigger is internal and come from our daily routine Triggers The psychology behind content - B2B Ignite 2018, London, 10 July 2018 Without a Trigger, the target behaviour will not happen “
  32. 32. X Triggers: Addison Lee Taxis The psychology behind content - B2B Ignite 2018, London, 10 July 2018
  33. 33. X Triggers: Amazon Fresh The psychology behind content - B2B Ignite 2018, London, 10 July 2018
  34. 34. X Triggers: Capgemini Content Loop The psychology behind content - B2B Ignite 2018, London, 10 July 2018
  35. 35. X Cialdini’s Principles of Persuasion
  36. 36. X • As Cialdini puts it, we’re in the age of information overload. We don’t have time to process all of the information and then to make informed decisions • This incapacity makes us look for signals (shortcuts) • These signals that help us decide if we want to do something Cialdini’s Model The psychology behind content - B2B Ignite 2018, London, 10 July 2018 Reciprocity Consistency Scarcity Social Proof We use signals (shortcuts) to make fast and informed decisions“
  37. 37. Reciprocity - Freshbooks 38 The psychology behind content - B2B Ignite 2018, London, 10 July 2018
  38. 38. Reciprocity - Basecamp 39 The psychology behind content - B2B Ignite 2018, London, 10 July 2018
  39. 39. Consistency & Status Quo - Blue Apron 40 The psychology behind content - B2B Ignite 2018, London, 10 July 2018
  40. 40. Scarcity & Fear of Missing Out (FoMo) - Amazon 41 The psychology behind content - B2B Ignite 2018, London, 10 July 2018
  41. 41. Scarcity & Fear of Missing Out (FoMo) - British Airways 42 The psychology behind content - B2B Ignite 2018, London, 10 July 2018
  42. 42. Social Proof: MarketingProfs 43 The psychology behind content - B2B Ignite 2018, London, 10 July 2018
  43. 43. Social Proof: CMI (Content Marketing Institute) 44 The psychology behind content - B2B Ignite 2018, London, 10 July 2018
  44. 44. Social Proof: FreshBooks 45 The psychology behind content - B2B Ignite 2018, London, 10 July 2018
  45. 45. Summary 46 The psychology behind content - B2B Ignite 2018, London, 10 July 2018 Ability Motivation Triggers Shortcuts
  46. 46. References 47 The psychology behind content - B2B Ignite 2018, London, 10 July 2018 Giuseppe Caltabiano HEAD OF CONTENT STRATEGY FOR EMEA & APAC CONTENTLY @giusec
  47. 47. X New York 598 Broadway, 4th floor
 New York, NY 10012 UK WeWork
 Shoreditch Mark Square
 1 Mark Square
 London EC2A 4EG
 UK Thank You

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